Write a UGC brief a creator can actually use

Describe the result before the shots

Begin with what the viewer should understand. “Show how the travel cup closes” is a clearer production goal than “make something viral.” Decide which product, audience and use case matter. If several messages are essential, consider whether you need separate pieces rather than one crowded video.

Tell the creator where the finished work is intended to appear. Format, length and framing should follow that use. Do not assume a production order also includes posting on the creator's own account, paid-ad authorization or unlimited future use. Discuss the intended scope and confirm the applicable terms.

Use this brief as a starting point

Fill in the fields that change the job. If something is unknown, name it as a question before production. A short, specific brief is easier to act on than pages of repeated brand adjectives. Share confidential material only through an appropriate private channel.

See a completed example

The following scenario is fictional and shows a way to structure a brief. It is not a Stage customer, campaign result or recommended market price.

Notice what the example does not do: it does not promise a sales lift or tell the creator to claim a personal experience they have not had. If a feature has not been tested, do not turn it into an advertising claim. References should guide the work without asking someone to copy another creator's footage.

Resolve these questions before filming

• Do both parties mean the same number and type of final files?
• Are language, captions, product version and required details clear?
• Who provides the product, and does filming depend on its arrival?
• Who gives consolidated feedback, and what revisions are included?
• Are timing, price and intended usage understood and recorded?
• Is anything being requested beyond production, such as account posting?

Treat uncertainty as something to resolve, not something the creator should guess. A requested change to the product, concept or number of deliverables may change the scope. Discuss that change before asking for more work, and keep the final agreement easy for both parties to find.

Review against the brief, not a new idea

When the first delivery arrives, check it against the agreed requirements. Name the exact moment and the change needed: “At the lid close-up, hold the shot longer so the mechanism is visible.” This is more actionable than “make it more premium.” Collect feedback into one clear message where possible.

Keep a copy of the brief and agreed changes with the project. Reuse the template for future work, but rewrite the message and requirements for each assignment. A useful brief reduces guessing; it does not guarantee creative performance or remove the need for conversation.